# Prof. Samuel Craig is interviewed about Disney's profits from "Avengers: Age of Ultron"

1 Faculty News May 6, 2015 ![Marketplace Logo](/sites/default/files/styles/246w/public/assets/images/marketplace_logo.jpg?itok=IIav3Udj)>

Excerpt from [Marketplace](http://www.marketplace.org/topics/business/disney-pricing-power) -- "[Sam Craig](http://www.stern.nyu.edu/faculty/bio/c-samuel-craig) teaches marketing at NYU's Stern School of Business. Craig says historically, theaters and studios typically split box office receipts 50/50. But Disney reportedly wants 60 percent of the box office for the Avengers sequel. And that could add up. 'Studios need theaters. Theaters need films to make money.'"

[Read more](http://www.marketplace.org/topics/business/disney-pricing-power)